Canadian Federal Court Renders Landmark Judgement – Businesses Should Not Advertise Prices That Are Not Attainable.

Gatineau, QC; January 2026: Proverb 25:14 CEV exhibits, “Broken promises are worse than rain clouds that don’t bring rain”; further exemplified, 25:05 – “Evil people must be removed before anyone can rule with justice”.

Nations Fail Today because their extractive economic institutions do not create the incentives needed for people to save, invest, and innovate. Extractive political institutions support these economic institutions by cementing the power of those who benefit from the extraction. But, in a sharp contrast;

Jeanne Pratt, Acting Commissioner of Competition, Canada have issued a statement following the Federal Court of Appeal’s decision to uphold a September 2024 ruling by the Competition Tribunal in a deceptive marketing case involving Cineplex.

“We welcome the Federal Court of Appeal’s decision, which is another resounding win for Canadians. This outcome reinforces the Bureau’s clear stance that businesses should not advertise prices that are not attainable. Canadians deserve transparency when making purchases. Businesses that fail to comply with the law risk significant financial penalties. Our continued work on this file, along with other drip pricing cases underlines our commitment to tackling deceptive marketing practices”.

DE FACTO –

• On May 15, 2024, the Bureau issued a consumer alert to raise awareness and reporting of drip pricing.

• On May 18, 2023, the Bureau filed an application with the Competition Tribunal, seeking, among other things, for Cineplex to stop its deceptive advertising.

• On September 23, 2024, the Competition Tribunal ruled in favour of the Competition Bureau and found that Cineplex engaged in drip pricing.

• On October 23, 2024, Cineplex filed a notice of appeal, with the Federal Court of Appeal to overturn the Competition Tribunal’s decision.

• On October 8, 2025, Cineplex’s application was heard by the Federal Court of Appeal.

• On January 21, 2026, the Federal Court of Appeal dismissed Cineplex’s appeal, with costs.

Drip pricing involves offering low prices to attract consumers but then adding mandatory fees so that the prices are unattainable. This practice is against the Act, unless the additional fixed charges or fees are imposed by the government on purchasers, such as sales tax.

The Bureau has taken action against drip pricing for many years under the Deceptive Marketing Practices provisions of the Competition Act.

Team Maverick.